The rise of video has been huge in 2016, presenting a perfect opportunity for brands to get eyes on their content in a subtle yet engaging way.
An industry that has capitalised on this rise is the Food one, with Facebook channels generating audiences in the millions within a short space of time, achieved by distributing content that captures the attention of the audience brilliantly. The two leading channels are Buzzfeed’s Proper Tasty and The Lad Bible’s The Food Bible, both using the same filming technique of the overhead shot with just the actor’s hands and chopping board visible.
This proven method was the inspiration behind our Q4 campaign for power tool brand – Ryobi. We wanted to create something different that would help Ryobi stand out from its competitors, whilst creating a fun Christmas-themed feel upon which to promote the ONE+ range. We had run competitions previously for Ryobi, and to great success, however, it was time for a change of direction with regards to the format of content. A video was key, the reach provided meant it was ideal for a brand on the rise in the UK marketplace. See what we came up with below:
The video has reached over 600,000 people on Facebook with 214,000 views and watched over 106,000 times on the official Ryobi YouTube channel in under a week. Overall sentiment has been very positive, highlighted by both comments and users actively ‘reacting’ using the Facebook emotions.
We asked our Head of Digital how he felt the campaign had run:
“When we first pitched the idea of making Christmas dinner with power tools, we had loads of belly-laughs, however, we knew we’d be taking the client way out of their comfort zone, (let alone potential health & safety issues). We were fortunate on this occasion as the Marketing Manager was as brave as the brief, and took a chance on us to produce something both fun and memorable for the brand. It’s been a great success and we look forward to pushing them further next year”
Jason Thomas – Head of digital
Written by Nick Thompson
January 4, 2017